The consensus appears to be that, like the consumer hunger for protein overall, interest in plant-based nutrition is not a bubble that is about to burst. The next few years could, among other developments, see health-conscious Baby Boomers being more consciously targeted by alternative-protein nutrition brands. Regarding their environmental credentials, tangible and growing evidence of the climate crisis will, sadly, not require too much in the way of marketing campaigns. “So it seems the focus on sustainability in food systems will only intensify,” Riblet at Farrelly & Mitchell surmises. “Research shows that plant-based proteins will more than likely play an important role in this, so it is unlikely that interest will decrease.” Predictably, no one expects one form of protein—animal-derived or not—to corner the nutritional market. Taking the wider dairy industry as her point of reference, Gerow at Perfect Day says: “We see a diverse future of food being one where consumers enjoy animal-free dairy, traditional dairy produced by sustainable businesses, and plant-based options alongside each other.”
We see a diverse future of food being one where consumers enjoy animal-free dairy, traditional dairy produced by sustainable businesses, and plant-based options alongside each other.
But it seems that, as a part of this mix, new and emerging products, particularly those relying on fermentation, will take an ever-larger slice of the market. This is at least in part to do with the climate emergency, sustainability and carbon footprint as issues which will be increasingly persuasive for growing numbers of consumers – and brands. Gerow calls sustainability “a top driver for consumers.”
The rationale behind these fermentation products is also, as NIZO says, about flexibility in formulation, from the point of view of flavour, texture, functionality, and more precise amino acid profiling. But with simpler, cleaner food labelling returning to the fore, ingredients lists highlighting pea, rice or other pulse and grain proteins will continue to have a strong appeal, with improving sensory and organoleptic properties helping to bolster their success.